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Full Description
M: Marketing 7e continues to emphasize that marketing adds value-and essential theme woven throughout the print and digital elements. 2020 is an exciting time to study marketing! Marketing continues to change and evolve, featuring new innovative products and services, as well as employing new methods and channels by which we understand and reach customers. M: Marketing 7e reflects this evolution with substantive revisions, new sections, and new models throughout.
Every fact and exhibit have been checked and updated where appropriate. 90 percent of the chapter openers are new and 60 percent of the informational boxes are new.
Contents
chapter 1 Overview of Marketing
chapter 2 Developing Marketing Strategies and a Marketing Plan
chapter 3 Digital Marketing: Online, Social, and Mobile
chapter 4 Conscious Marketing, Corporate Social Responsibility, and Ethics
chapter 5 Analyzing the Marketing Environment
chapter 6 Consumer Behavior
chapter 7 Business-to-Business Marketing
chapter 8 Global Marketing
chapter 9 Segmentation, Targeting, and Positioning
chapter 10 Marketing Research
chapter 11 Product, Branding, and Packaging Decisions
chapter 12 Developing New Products
chapter 13 Services: The Intangible Product
chapter 14 Pricing Concepts for Capturing Value
chapter 15 Supply Chain and Channel Management
chapter 16 Retailing and Omnichannel Marketing
chapter 17 Integrated Marketing Communications
chapter 18 Advertising, Public Relations, and Sales Promotions
chapter 19 Personal Selling and Sales Management
